For generations in the coastal village of Thiruppalaikudy, Tamil Nadu, the shoreline was a rigid boundary. The ocean was the exclusive domain of men, while women remained on the shore, their roles confined to waiting for the return of fishing boats and managing the domestic chores. “For generations, the ocean’s edge was an impassable threshold for the village women,” says 38-year-old Karthicka. Today, that boundary has been dismantled. Karthicka is no longer just a spectator of the sea; she is a maritime contributor who regularly ventures into the waves to manage her seaweed farm, often diving into the water with a confidence that was once unthinkable.

This transformation is the heart of ‘Blue is the New Pink’, an initiative by Amrita Vishwa Vidyapeetham which places women at the helm of an end-to-end seaweed value chain. Operating across Tamil Nadu and Kerala, the project has turned the traditional gender dynamics of fishing villages upside down by empowering women to lead every link of this sustainable production model. As of January 2026, the initiative has trained over 200 women, harvested more than 21 tonnes of seaweed, and realized a profit exceeding ₹90,000. “Before this, seaweed cultivation was a mystery to our village; our lives were defined by cooking and childcare within the four walls of our homes. Now, that has changed completely, we regularly wade into neck-deep waters to manage our farms,” she adds. What began as skepticism from local fishermen has evolved into full-hearted community support. They now actively protect the women’s livelihoods, making village-wide announcements to ensure boats steer clear of the designated seaweed rafts.